# What the WordPress plugin sends to Meta · Postback Report > Source: https://postbackreport.cc/compare/facebook-conversion-api-wordpress ## What the WordPress plugin sends to Meta Nadia Lindqvist, Affiliate tracking, updated 22 October 2026 You installed Facebook for WordPress on the presell. The network is showing sales, and Ads Manager is showing no Purchase events. The official plugin sends the events it documents from that presell. A tracker postback sends a Purchase event to Meta after the sale is recorded. A hosted checkout sends one when you take payment on your own pages. > “This plugin will install a Meta Pixel for your page so you can capture the actions people take when they interact with your page, such as Lead, ViewContent, AddToCart, InitiateCheckout and Purchase events. It also includes support for the Conversions API.” WordPress.org [Plugin directory: Facebook for WordPress ](https://wordpress.org/plugins/official-facebook-pixel/) Oct 2026 **Disclosure:**We may earn a commission when you buy through links on this page. It never affects our rankings. [How we research](/methodology). [See which starter plan sends the sale to Meta](/best/server-side-signal-checker-which-entry-plan-sends-the-sale-to-meta-and-google) Quick answer * **Official plugin.** Best for events on the WordPress presell. * **Tracker postback.** Best for a Purchase event after the tracker records the affiliate sale. * **Hosted checkout.** Best for a server-side Purchase event when you take payment on your own pages. ### The presell page is on WordPress, and the network records the sale The click lands on a page you host. The buyer pays through the merchant's checkout, on the network's domain. Affiliates who run this kind of presell report that the pixel misses the purchase because the buyer pays on the merchant's site. They keep events on the landing page and look for a server-side event that passes the network sale to Meta. The plugin's server events track actions on the WordPress URL, not a commission the network approves at its own checkout. __What each route sends to Meta, when it fires, and who it fits__ | Route | Sends | Fires when | Fits | | ---------------- | ---------------------------------------------------------------------------------------------------------------------------------- | ---------------------------------------------- | --------------------------------------------------- | | Official plugin | Lead, ViewContent, AddToCart, InitiateCheckout, and Purchase events on the WordPress site. | Someone takes an action on that WordPress URL. | You want Meta to count what happens on the presell. | | Tracker postback | Voluum can generate a Facebook traffic-source postback. RedTrack documents a pre-built Conversion API for online and offline data. | The tracker has a conversion to report. | The paid sale happens on the affiliate network. | | Hosted checkout | ElasticFunnels sends a server-side Purchase event with the order value and currency. | The checkout payment succeeds. | You take payment on your own pages. | ### What the plugin sends through the Conversions API The [plugin directory page](https://wordpress.org/plugins/official-facebook-pixel/) lists the events in that table, and the same plugin includes Conversions API support. A reply on the [support thread](https://wordpress.org/support/topic/send-website-events-to-meta-conversion-api/) says Conversion API tracking runs through the plugin. That reply also says the pixel and the Conversions API are complementary, so send the browser event and the server event together. > “Conversion API is automatically tracked through the plugin” Marija [WordPress.org support: Send website events to Meta Conversion API ](https://wordpress.org/support/topic/send-website-events-to-meta-conversion-api/) Oct 2026 People who compare the plugin with Tag Manager treat both as options for the page event. They open Tag Manager when they want to set the parameters themselves. That setup is described in [Conversions API through Tag Manager or a tracker](/compare/facebook-conversion-api-google-tag-manager). The browser tag and the server event are two reports of the same action, compared in [How the pixel and the Conversions API each report a conversion](/compare/facebook-pixel-vs-conversion-api). A website server event includes the browser URL where it happened. [Meta's parameter guide](https://developers.facebook.com/docs/marketing-api/conversions-api/parameters/server-event/) says that URL should match the verified domain. The action\_source value "website" means the conversion happened on your website. With this plugin, that website is the WordPress presell. > “The browser URL where the event happened. The URL should match the verified domain” Meta [Documentation: Server event parameters ](https://developers.facebook.com/docs/marketing-api/conversions-api/parameters/server-event/) Oct 2026 ### Facebook conversion API setup on WordPress Install the plugin from the Plugins screen in WordPress. Search for Facebook for WordPress and select the plugin by Facebook. After that, complete Get Started and share the Business Extension token in the plugin settings. [Voluum's Facebook guide](https://doc.voluum.com/article/facebook-conversion-integration) outlines the domain rule for this setup. Meta registers a conversion on a domain the advertiser owns. Verify the presell hostname because that is the domain you control when the offer URL belongs to the network. [The Conversions API Gateway](/compare/facebook-conversion-api-gateway) mirrors pixel events from the page, and it runs on Meta's side of the same domain check. ### The network postback is a separate message The events in the table are actions on the WordPress site. A BuyGoods, ClickBank, or JVZoo sale registers when that network calls its postback. The tracker receives it. A Purchase event on the presell URL records what happened on the page. The event for the ad set is the one sent after the network has recorded the sale. When that approval comes later, see [how to send the network sale to Meta](/compare/meta-offline-conversions-affiliate-postback). [The late approval checker](/best/late-approval-checker-can-meta-and-google-still-take-the-network-sale) compares the click date with the approval date. ### The tracker postback sends the sale After the Pixel ID, the Conversions API token, and the verified domain above are connected, Voluum generates a Facebook traffic-source postback URL. Paste that URL into the Facebook traffic source in the Voluum account. It passes a recorded conversion from Voluum to Meta. > “The last step is to create a postback URL and submit it as the traffic source postback URL in the Facebook Traffic Source element of your Voluum account.” Voluum [Documentation: Facebook conversion integration ](https://doc.voluum.com/article/facebook-conversion-integration) Oct 2026 Turn off the Pixel Redirect URL while that API postback is on. Voluum says leaving the redirect on sends the conversion a second time. The [Voluum review](/reviews/voluum) includes the plans and the trial. Use the [postback builder](/best/postback-url-builder-the-network-postback-for-your-tracker-with-click-id-and-pay) for the URL the network will call. [RedTrack's Facebook tracking page](https://www.redtrack.io/facebook-tracking/) describes a pre-built Conversion API integration that sends online and offline conversion data back to Meta. Pricing and the trial for that tracker are in the [RedTrack review](/reviews/redtrack). [ClickMagick](/reviews/clickmagick) has a separate review. ### Send the sale from your checkout ElasticFunnels is a funnel platform for teams that run paid traffic. It builds the pages, split-tests variants under one URL, hosts the checkout, and keeps the click and the order on one record. The server-side Purchase event is taken from that record. When the presell and the payment are both on ElasticFunnels, the sale goes to Meta as a server-side Purchase event with the order value and currency, with or without a browser pixel. > “Sales and upsells go to Meta as server-side Purchase events with the order value and currency, whether or not a browser pixel fired” ElasticFunnels [Documentation: Meta Ads integration ](https://elasticfunnels.io/integrations/meta-ads) Oct 2026 The funnel stores the Meta \_fbc and \_fbp cookies on every click. When that click arrives without an \_fbc cookie, ElasticFunnels builds the fbc value from the fbclid in the landing URL. [The Meta Ads page](https://elasticfunnels.io/integrations/meta-ads) describes that cookie handling. [Inbound postbacks](https://docs.elasticfunnels.io/integrations/affiliate-tracking) from BuyGoods, ClickBank S2S, and JVZoo record the network sale, the refund, the chargeback, and the rebill. Those rows stay on their own record, apart from the checkout Purchase event sent to Meta. Every feature is included on every plan, and the server-side Purchase event is included with them. Funnel platform #### ElasticFunnels Price (11 Oct 2026) $97/mo Trial 14 days, no card A Purchase event goes out after a successful payment. [Meta Ads integration](https://elasticfunnels.io/integrations/meta-ads) ElasticFunnels is newer than the platforms it competes with, and there is very little independent third-party review coverage to check the Meta Purchase against. Until you run real volume through it, you are largely taking the vendor's word for how that server-side event is handled. It has been on the market since 2023, which is why those outside write-ups are still thin. The pages, the same-URL split test, and the checkout are still part of the account. Compare the two funnel platforms in [ElasticFunnels vs ClickFunnels](/compare/elasticfunnels-vs-clickfunnels). The [ElasticFunnels review](/reviews/elasticfunnels) goes through the rest of the platform. ### Use the same event id if both the presell and the server fire A browser Purchase event on the presell and a server-side Purchase event from the tracker can both reach Meta. Turning off the Pixel Redirect URL, as Voluum describes above, stops that second send from the redirect. If you keep both copies, the event name and the event id on each copy have to match. > “the browser event\_name must match the server event\_name, and the Pixel eventID must match the server event\_id.” Meta [Specification: Server-side API spec ](https://github.com/facebookincubator/Facebook-Server-Side-API-Swagger/blob/main/server-side-api.yaml) Oct 2026 Matching that event id is covered in [the deduplication guide](/compare/facebook-conversion-api-deduplication). #### My take I would start with the tracker postback when the network records the sale, and I would use the hosted checkout when I am the one charging the buyer. The official plugin stays on the presell for the events it documents. I would judge a second Purchase event by whether the name and the id match. ### Changelog * 22 October 2026: first published, covering the official WordPress plugin, the tracker postback, and a hosted checkout. ### Questions Does the official plugin wait for an approved affiliate sale? It records actions on the WordPress site. A sale the network reports later goes out through the tracker postback, or as a Purchase event from a checkout you run. Can I optimize for Purchase events using only the presell? Yes, when the payment happens on that WordPress URL. When the buyer pays on the network checkout, send the Purchase event after the sale is recorded. Do I still need a tracker if the plugin is already sending server events? The plugin covers the WordPress URL. When the offer pays through a network, the tracker receives that postback and can pass the conversion to Meta. ### What we read [Facebook for WordPress](https://wordpress.org/plugins/official-facebook-pixel/) names the events and the Conversions API support. The [support thread](https://wordpress.org/support/topic/send-website-events-to-meta-conversion-api/) contains the reply about tracking through the plugin. [Meta's server event parameters](https://developers.facebook.com/docs/marketing-api/conversions-api/parameters/server-event/) cover the browser URL and the website action source. [Meta's server-side API spec](https://github.com/facebookincubator/Facebook-Server-Side-API-Swagger/blob/main/server-side-api.yaml) explains how the event ids match. [Voluum's Facebook conversion integration](https://doc.voluum.com/article/facebook-conversion-integration) documents the traffic-source postback and the pixel redirect. [RedTrack's Facebook tracking page](https://www.redtrack.io/facebook-tracking/) describes the pre-built Conversion API. [ElasticFunnels' Meta Ads page](https://elasticfunnels.io/integrations/meta-ads) and the [affiliate tracking docs](https://docs.elasticfunnels.io/integrations/affiliate-tracking) cover the checkout Purchase event and the inbound network postbacks. ### Related reading * [How the pixel and the Conversions API each report a conversion](/compare/facebook-pixel-vs-conversion-api) * [Conversions API Gateway or the tracker postback](/compare/facebook-conversion-api-gateway) * [One Purchase when the pixel and the server both fire](/compare/facebook-conversion-api-deduplication) * [Conversions API through Tag Manager or a tracker](/compare/facebook-conversion-api-google-tag-manager) * [Sending the network sale to Meta once the offer approves](/compare/meta-offline-conversions-affiliate-postback) * [Keep the fbclid through the redirect](/compare/fbclid-parameter) * [Build the network postback for your tracker](/best/postback-url-builder-the-network-postback-for-your-tracker-with-click-id-and-pay) * [A checker for the click date and the approval date](/best/late-approval-checker-can-meta-and-google-still-take-the-network-sale) * [RedTrack review](/reviews/redtrack) * [Voluum review](/reviews/voluum) * [ClickMagick review](/reviews/clickmagick) * [ElasticFunnels review](/reviews/elasticfunnels) [See which starter plan sends the sale to Meta](/best/server-side-signal-checker-which-entry-plan-sends-the-sale-to-meta-and-google) Written by Nadia Lindqvist Affiliate tracking Nadia covers affiliate tracking software for people who buy Meta and Google traffic. She reads vendor pricing pages, documentation and long-term user reports, and she writes about which tracker fits a given buyer. [nadial@postbackreport.cc](mailto:nadial@postbackreport.cc) Last checked 2026-10-22 --- [ Postback Report ](/) Postback Report ranks affiliate tracking software for media buyers running Meta and Google direct response, judged on postbacks, cost, and the Conversions API. [Contact](/contact) Postback Report We may earn a commission when you buy through links on this page. It never affects our rankings. © 2026 Postback Report. Independent and reader-supported.